Google planning to block bad ads in Chrome on desktop and mobile

Posted - April 20 201706:00

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Google planning to block bad ads in Chrome on desktop and mobile

The Wall Street Journal just dropped a shocker of a report: Google, the biggest web advertising company in the world, is planning to build an ad blocker into Google Chrome, the world's most popular web browser. According to the rumor bad-experience ads would not be decided upon by Google, but instead would be categorized by the standards laid out by the Coalition for Better Ads, and the new ad-blocking feature in Chrome would be coded to recognize these types of ads so that when found they would be able to prevent users from having to see them.

The Chrome browser now accounts for a large portion of web-browsing globally, so switching on ad-filters within it could give Google more control over the ad-blocking situation, industry observers say.

It's a plan that's sort of akin to operating for years with very thin margins or at a loss to block out the competition, nearly the way Amazon approached e-commerce.

Of course, the plan offers plenty of potential pitfalls.

Google experimented with generating income without showing display and banner ads on publisher sites in the United States. Rather, it seems the company intends to target "unacceptable ads", identified under guidelines established by the Coalition for Better Ads, of which Google is a member. Those types of ads include pop-up ads, autoplay videos, and what are known as prestitial ads, or those ads that are often fullscreen and show up before you're taken to the homepage or desired website. Ad blockers are gaining in popularity, and with Chrome's 50+ percent browser market share and auto-updating ability, the Chrome ad blocker would instantly become the most widely used solution out there.

An ad blocker could also bolster Google's already-enormous power in the digital ads market, on which it and Facebook now have a duopoly. In those cases, companies like Google may have to pay to get their ads exempted from the filters, something it could do for free with its own solution.

In the U.S. Chrome has almost 47.5% of the browser market across all platforms, according to online analytics provider StatCounter.

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